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2 Organization 30 employees Shareholders: 35 municipalities Board Development Marketing, Sales, Communication Operational management Backoffice District Centre District South District East District West
3 The Netherlands Kingdom 17 million inhabitants One of founding fathers of the European Union Capital of the Netherlands: Amsterdam Current government: liberal social democrat Administrative layers: 12 provinces 393 municipalities
The Netherlands Infrastructure main highway net, finely meshed network Amsterdam << >> Warschau 4 Working area of Leisurelands
The Netherlands Tourist hot spots Amsterdam The Dutch beaches and coastline The Veluwe The Wadden Sea (Islands) 5 Working area of Leisurelands
6 The Netherlands Strong link between Leisure & Nature The Veluwe
7 The Netherlands Strong link between Leisure & Nature The Veluwe
8 Leisurelands Development Commercial strategy Product Statistics Organization Social Return Income Nature
9 Development 1945 End of WWII 1945 1960 Reconstruction era > 1960 Increasing demand for outdoor recreation Increasing income Increasing amount of free time (Introduction of free Saturday) Increasing mobility 1962 Coöperation between municipalities for creating areas for outdoor recreation, such as those around the Veluwe -> company founded 70 90 Creation of recreational areas
10 Development Increasing demand for motorways Sand extraction was needed for building motorways; Making work with work; Creating opportunities for recreational activities on and nearby water, at highly accessible locations next to new motorways Recreational areas were created on strategic locations
11 Development Recreational areas were created Beaches Parking lots Supporting facilities such as toilets, kiosk and playgrounds Maintenance was financed mainly by the municipalities Increasing costs in the nineties due to facilities that became out of date Government wasn t willing to continue funding
12 Development RGV Privatised in 1999 Independent business, no more subsidy Municipalities became shareholders Different mindset: maintenance of public recreational areas + generating enough profit
Product 20 recreational areas 13 Working area of Leisurelands
Product 20 recreational areas 2.000 hectare in total 800 hectare of water 1.200 hectare of land 5,4 million visitors a year 3,8 million to the beaches 1.6 million to the exploitations 14 655 events a year Outdoor activities Indoor activities 2500 employees/ 700 FTE in branche organizations
Product Outdoor activities 15 Archery; Barbeque; Camping; Canoe; Climbing; Cycling; Diving; Education; Festivals Fishing; Footgolf; Golfing; Horseriding; Iceskating; Kitesurfing; Marina s Metal detector; Midgetgolf; Mountainbiking; Naturism; Observatory Paintball; Pitch and Putt; Raft-building; Sailing; Survival; Swimming; Wakeboarding; (GPS-)walking; Windsurfing;
16 Product Indoor activities/accomodations Indoor adventure park; Indoor playground; Wellness resorts; Restaurants; Hotels; Group accommodations; Bungalows; Kids theatre.
17 Income No more subsidy! Long lease of real estate Events 20-20.000 visitors Parking fees Other Sand, real estate (buildings), lease of agricultural ground, wood, etcetera
18 Commercial strategy Creating and managing conditions that lead to profitable sustainable recreational areas Spatial conditions Economic conditions Social conditions
19 Statistics Turnover main activities (parking fees, lease and events), 1998 = 0
20 Statistics Employment in FTE, events not included
21 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 Statistics Number of visitors per year 6000 Visitors Recreational Areas x 1.000 Visitors Exploitations x 1.000 5000 4000 3000 2000 1000 0
22 Social return In terms of: Employment Quality of life Infrastructure Positive effect on real estate value (houses) in surrounding area
23 Nature Nature as a stage for Leisure, not a goal in itself Rules and regulations
24 Summarise Privatisation Middleman entrepreneurs and public entities Creating opportunities Demand driven attract several target groups Combination between public interests and facilitating economic activities
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